The branding process is a dictatorship — not a democracy

When it comes to hiring a branding firm, companies need to realize the branding process is a dictatorship — not a democracy.

In a perfect world, a company would hire a branding firm with great ideas. The branding firm would submit its ideas to the committee, and the committee members would then talk to build consensus. By the time everyone’s feedback is given, the branding firm would be given a directive to create something that reflects the democratic vision of the committee. Sounds great, right?

Reality begs to differ. Usually a branding firm’s idea has been watered down in an effort to build consensus to satisfy the committee and to be able to say it was an inclusive process. The branding firm knows the idea is now mediocre and is merely a shadow of its former potential. But in the best interest of not ruffling feathers and ensuring that the group collects its paycheck, the branding firm says nothing.

The branding leaders stop pushing back. They hold their noses, complete the assignment, and do the best they can to provide the company with something that doesn’t tank them.

Does this sound like a good use of the $10,000 to $500,000 companies invest in bringing in a brand consultant? Clearly it isn’t. However, this is how most engagements shake out. It is because society has taught us that the committee should make the decision — not the branding firm. This is a lie, and it is brand suicide.

Very few people have real expertise in branding. It is an overused term and a lot of professionals say they do branding, yet so few brands are successful. So do yourself a favor — if you have found a great branding firm, give them your initial vision and be willing to get out the way!

Follow these three steps to build an effective brand:

Hire a firm that is able to use its expertise and work with one or two people within the company to structure an amazing brand.

Present the new direction to the wider company. However, instead of having the branding team perform the presentation, have an executive who was involved in every conversation present it to the company at large and engage in a conversation to get feedback.

Then, and only then, if the level of feedback given is so impressive that it will improve the brand, should you incorporate that feedback and make changes.

Raoul Davis is CEO of Ascendant Group Branding, which focuses on increasing top-line revenue by helping brand CEOs and rising executives through public relations, speaking engagements, book deals, social media, and more. Davis' client list includes Fortune 50 executives, multimillionaire entrepreneurs, major media stars, and NYT best-selling authors. He has held management positions with Paramount, Speakers Etcetera, and the Gen. Wesley Clark for President Campaign.